As with companies like post-Jobs Apple or Bangle-era BMW, it's hard to question their, er, questionable decisions, because they can easily point to their success. Apple's market cap is ridiculously huge, while flame-surfaced sedans broke sales records. Right now, I'm reading a lot of speculation that the marketing wizards at Rolex are holding off from releasing a red/blue ceramic bezel in order to build demand, skim the early adopters who just have to have a two-tone bezel, &c. &c. I would believe that if I could point to a recent Rolex release that made me say, "That's exactly what we've been waiting for!" I certainly can't think of one.
I agree with you that they really need to consider the counterfactual: Make what people are asking for, for a change, and see how that works out.